Blog

Jan 12
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Is Net Promoter Score (NPS) Useless?

By | B2B | No Comments

Quick post to highly recommend you read this article on the many flaws with Net Promoter Score (NPS) as a measure of customer happiness and loyalty. I am honestly mad at myself for not digging more into the NPS methodology years ago when our head of operations implemented it and we all started using it to measure how successful we were with customers. Reminds me of the time my doctor told me to quit eating eggs (I love eggs) because they are “bad for you” only to have that medical “wisdom” completely repudiated years later.

Anyway, do yourself a favor and read the article found here.

Jul 31
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501 Questions Every B2B CMO Needs To Ask

By | B2B | No Comments

Taking the reins as a new Chief Marketing Officer can be daunting.  You need learn all about the company, strategies, markets, products, customers, competitors, processes, technologies, etc. — not to mention all the myriad details about the marketing team, brands, plans and budgets. What does the marketing team do well? What do they not do well? What do they not do at all?

You’ve got just a few months to gather the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board.

Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs [the only one of it’s kind I believe].  We each have unique experiences, so while I think this book is pretty damn comprehensive, I’m sure that I have missed things and welcome your feedback.

Apr 04
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How to Build a B2B Demand Gen Engine & Dashboard

By | B2B, Demand Generation, Presentation | No Comments

As a Chief Marketing Officer, I frequently research B2B demand generation topics online, and more often than not, I find fluffy decks full of the same old stats but lacking any practical guidance on how to do it.  Hence I decided to write my thoughts on the critical requirements to drive revenue through marketing along with my detailed dashboard template for measuring/reporting the results and ROI. As always it’s impossible to deliver the whole context in a deck so please ping me if you’d like to go below the surface of the content.

#CMO #ChiefMarketingOfficer
Feb 14
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leadership meme

My POV on the Top Traits of Great Leaders

By | B2B, Leadership, Presentation | No Comments

A Presentation On Leadership That Doesn’t Take Itself Too Seriously

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Great leaders are a pretty rare thing. In fact I can only think of a few that I’ve worked with/for in my 30 year career. One trait that those leaders all have in common is that they intentionally study leadership and purposefully experiment with various principles and skills.  They make mistakes and fine-tune their leadership styles over time.  Towards that end I thought about all the strong leaders I know, as well as my own experiences as a Chief Marketing Officer leading global teams and built this straightforward deck with seven key traits that can be developed and ten key skills that can be practiced.  One lesson I learned at a young age is to not take yourself seriously, so in that vein I used humorous memes to balance out some great quotes I found for each aspect of leadership.  Of course I have many stories and talking points that support each slide so if you’re interested in that level of detail ping me directly and I’ll be happy to talk through the deck with you.  Leadership is a very complex and nuanced thing and I don’t pretend to have all the bases covered, so I’d love to get your input on anything I may have overlooked.

> Click to view 20 Traits of Great Leaders by Todd Ebert

#CMO #ChiefMarketingOfficer

Oct 07
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My Blueprint for Successful B2B Marketing

By | B2B, Demand Generation, Lead Gen, Presentation | No Comments

 

As a CMO of a digital marketing company I am often asked to present to classes of trainees.  As such I built this deck to provide a high-level overview of the 8 critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves

Oct 06
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b2b branding

How to Execute a Successful Rebranding for Your B2B Business

By | B2B, Brand, Ebook | No Comments

Rebranding your B2B company is essential to stay relevant with customers and stand out in your market – which means you can’t afford to get it wrong. Yet despite it’s huge strategic importance I’ve never seen another Chief Marketing Officer cover the topic of rebranding so I thought I’d give it a shot.  In this ebook I take a straightforward approach covering all the steps I’ve taken to pull off successful rebranding projects at Entrust, ReachLocal and MultiView.

  • Laying the foundation by aligning senior leadership
  • Developing your positioning, messaging and brand essence
  • Finding the right digital agency to partner with
  • Launching the brand internally and externally

DOWNLOAD the ebook here.

#CMO #ChiefMarketingOfficer

Sep 23
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Building a B2B Marketing Flywheel

By | B2B, Presentation | No Comments

I’m curious if other Chief Marketing Officers have ever had to explain what you and your team do and the value you provide to the organization? Or have you ever moved to a new company, taken over a marketing team and had to provide direction?  Well, I’ve faced both situations so I built this short but sweet deck to provide a high level explanation of how we power profitable revenue growth for the company. I spend most of my time on slide three talking about how we need to build a marketing flywheel that will drive better and better results over time. Of course I provide a lot of context when I speaking to the slides so if you’d like to hear how I use this deck simply DM me @ToddEbert.

Sep 18
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New Ebook on the B2B Buying Journey

By | Advertising, B2B, Ebook, Presentation | No Comments

b2b buying journey
The B2B buying journey has completely changed over the last decade due in large part to the Internet and the amount of information now accessible online. Businesses must come to the realization that their prospective buyers are completing up to 70% of their buying journey before contacting them. This stat may be staggering to some, but there’s good news — you still have the ability to influence your audience early on and throughout their entire buying journey. My new ebook takes a deep dive into what a modern day B2B buyer’s path to purchase looks like, the marketing solutions that play into each phase of their buying journey, and how those marketing solutions ultimately influence the buyer’s decision to purchase. This ebook is a must read for any B2B CMO or marketer looking for a fresh perspective on the digital landscape and how their business can capitalize on the online marketing opportunities available to them.

#CMO #ChiefMarketingOfficer